When naming goes bad

Currys.digital seems so wrong.

I’m not saying this from a planner’s point-of-view. I haven’t undertaken a brow-furrowing analysis, or thought hard about the strategic implications of such a move. It’s just that:

• Doesn’t common sense tell you that Dixon’s is the cooler brand from the DSG portfolio? I know we’re splitting hairs when it comes to ‘cool and ‘DSG’ in the same sentence, but come on!
• Aren’t brand names that fake internet syntax just… wank? Didn’t they cringe with the rest of us 4 years ago at ‘iceland.co.uk on retail facisas?

Sorry Rita.